What: Liberty London marks 150 years by launching a capsule collection with Frida Giannini (former Gucci’s artistic director), reinforcing its heritage, innovation, and expansion through own-brand products and experiential retail.

Why it is important: Liberty’s approach demonstrates the enduring value of heritage, experiential retail, and local customer focus for department store resilience and expansion.

Liberty London’s 150th anniversary is a testament to its ability to blend heritage with contemporary relevance. The department store’s collaboration with Frida Giannini for the Hypernova 150 collection not only honors its rich design legacy but also injects fresh creativity and Italian luxury into its offering. Liberty’s unique retail model, characterised by its iconic Tudor-revival building and intimate, room-based layout, sets it apart from conventional department stores and fosters a sense of discovery. The business continues to thrive, with double-digit growth and a customer base that is 70% local, reflecting strong loyalty and repeat visits. Half of Liberty’s sales now come from its own-label products, with the LBTY fragrance line driving both category growth and international expansion, particularly in North America. By prioritising craftsmanship, exclusive collaborations, and a forward-looking approach to curation, Liberty London demonstrates how department stores can remain resilient and innovative, leveraging their heritage while embracing new opportunities for growth and differentiation.

IADS Notes: Liberty London’s strategy of combining exclusive collaborations, own-label innovation, and a distinctive in-store experience aligns with recent industry trends. In July and August 2025, John Lewis and Galeries Lafayette leveraged high-profile partnerships to drive engagement, while Liberty’s own-brand growth and international expansion were highlighted in November 2024 and July 2025. The importance of experiential retail and flagship differentiation was underscored by Inside Retail and The Retail Bulletin in April and August 2025, and Liberty’s strong local customer base mirrors the resilience seen in other department stores, as reported by Vogue Business and Monocle in May and August 2025.

Liberty London celebrates 150 years